Harvard Business Review

FEBRUARY 26, 2014

The Hispanic market will represent $1.5 Business leaders who are contemplating how to reach such an enormous market segment, especially through their digital presence, often ask me the same question: “Do we really need Spanish, or can we get by with just English?”. trillion in purchasing power by 2015 and 30% of the U.S.

Marketing 8

Marketing Market Segmentation Content Customer Loyalty 8

Harvard Business Review

JANUARY 28, 2014

We saw it differently, describing to industry leaders the need to radically change in response to disruptive content models (later that year, Huffington Post and YouTube were founded) and emerging advertising models like Google’s search-based advertising. But the warning signs were in plain sight.

Disruptive Innovation 9

Disruptive Innovation Advertising Gilbert Market Segmentation 9

Harvard Business Review

FEBRUARY 6, 2014

The disruptive innovator first targets a market segment that embraces those tradeoffs and builds a business model around simplicity and affordability. Next, can the disruptive idea improve to move into broader market segments? The X Games clearly succeed here. This year slopestyle makes the leap.

Disruptive Innovation 8

Disruptive Innovation Market Segmentation Christensen Market Penetration 8

Harvard Business Review

OCTOBER 3, 2011

As Bhat went through his presentation, I wrote down the following lessons: "Live" new markets. It would be easy for Titan to focus most of its efforts on deepening its penetration in its strongest market segments. But Titan consciously chose to go after markets in which it had significant growth potential.

Innovation 12

Innovation Venture Capitalist RACI Market Segmentation 12

Harvard Business Review

JUNE 28, 2013

Position yourself in market segments that will grow. The recession eliminated some market segments and redefined others. This is the time to revisit the market spaces you occupy and position yourself to ride the uptick. Here are some steps you should take to build for 2014-2015: 1. Set funds aside for growth.

Budgeting 8

Budgeting Market Segmentation Venture Capitalist Real Estate 8

Harvard Business Review

MARCH 17, 2016

As American, Delta, and United changed their fare structures and slashed prices month after month to undercut each other, Southwest took out advertisements saying, “We’d like to match their new fares…but we would have to raise ours.” To the extent they advertise at all, they focus almost exclusively on price.

Price 8

Price Airlines Govindarajan Advertising 8

Harvard Business Review

APRIL 18, 2013

Creating products and services for market segments of one (" mass customization ") isn''t easy. The only way it can happen: marketing, IT, operations, and human resources functions must collaborate in unprecedented ways. In a previous post , I described how U.K. How, precisely, did they do this?

Customer Intimacy 8

Customer Intimacy Supply Chain Market Segmentation Human Resources 8

Harvard Business Review

MARCH 14, 2023

Takeaways from an analysis of the American Customer Satisfaction Index.

Analysis 20

Analysis Market Segmentation Brand Management Advertising 20

Strategy Driven

SEPTEMBER 3, 2018

Once you have these two basics covered, venture into other areas of the law that also affect your business, including marketing and advertising law and intellectual property law. These regulations affect how you can protect and market your products and services in different markets.

Insurance 50

Insurance How To Finance Market Segmentation 50

Harvard Business Review

MARCH 15, 2011

For some industries, consumer behavior is already driving new pricing, advertising and product packaging schemes. It's a very different world from the traditional demographics that drove the media industry 20 years ago.

Market Segmentation 15

Market Segmentation Marketing How To Price 15

Harvard Business Review

JANUARY 25, 2016

Then I showed them their own advertising — and that’s when the chief strategist cringed. He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. After all, Red Bull and P&G were strategically going after a market segment they had chosen to focus on.

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

APRIL 9, 2018

may lead to the end of what has long been the internet’s grand bargain: the exchange of free or subsidized content for personalized advertising. The easiest solutions, which have evolved in parallel with the free internet, include subscription-based access behind paywalls, supplemented by generic advertising.

Advertising 11

Advertising Cost Business Model Information 11

Harvard Business Review

SEPTEMBER 21, 2011

A market segment can be characterized broadly (women 25-34) or specifically (women in an early career phase who are newly-married and starting a family). Specific thinking is particularly important for planning, branding, and advertising. An advertising campaign or product launch cannot target a loosely-defined, abstract person.

Word of Mouth Marketing 13

Word of Mouth Marketing Transportation Market Segmentation Advertising 13

Harvard Business Review

SEPTEMBER 28, 2012

Back in 1991, a Wall Street Journal article included a chart entitled, "A Dream Market," comparing gay households to the national average, noting the relative potential advertising appeal for a variety of industries. LGBT marketing is on the rise.

Advertising 17

Advertising Market Segmentation Diversity Chemicals 17

Harvard Business Review

JUNE 14, 2013

And these messages use strong market segmentation. How do women in that market get information? Let''s learn from this and make sure the next "killer app" in the US mobile market helps us lead better lives, not just pass the time while waiting for the bus. Innovations in Digital and Mobile Marketing An HBR Insight Center.

Strategy 8

Strategy Marketing Market Segmentation Learning-by-Doing 8

Harvard Business Review

JUNE 27, 2014

The media-generated image of passive beneficiaries of international charity and financial aid is now giving way to one of active customers voicing their opinions on product performance, service quality, and advertising. This shift will play out most obviously in marketing communications and advertising.

Marketing 8

Marketing Mass Marketing Retail Market Segmentation 8

Harvard Business Review

MAY 3, 2013

Pizza Hut''s campaign unwittingly shut the door on thousands of customers who were either: 1) people within the target market that the ad alienated (ex: millennials who care about politics more than pizza); or 2) people excluded from the target market altogether (ex: non-Gen Yers). This keeps their hidden consumers invisible.

Market Segmentation 8

Market Segmentation Advertising Marketing Bond 8